This paper examines the traditional and contemporary approaches to conducting research into the marketing management activities of entrepreneurial small firms (ESF). It argues that these approaches are inappropriate in that they fail to take adequate account of the nature and characteristics of...

This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific...

Outlines a qualitative methodology for researching in entrepreneurial small firms and through an application of this methodology to a group of five entrepreneurs, illustrates its appropriateness in explaining how such firms manage and develop their personal contact networks over the life cycle...

Demonstrates how a single case study/action science methodology was applied by the researchers in assisting the lead entrepreneur and management team in a small firm to develop marketing planning competencies, thereby ensuring company growth and hopefully survival. The research illustrates how...

In recent years the use of networks and, in particular, personal contact networks (PCNs) has emerged as a focus for research in the area of small firm entrepreneurship. A tacit theme emerging from this area has been the need for entrepreneurs to develop a competency in using their PCNs as a...